It’s been clear for a while that The Avengers would be a box office success, though few people could have foreseen this opening. The superhero team-up got off to an unprecedented $207.4 million start this weekend in the United States, which obliterates the previous all-time weekend record set by Harry Potter and the Deathly Hallows Part 2 last Summer ($169.2 million).

While it fell short of setting a new opening day record (that still belongs to Potter), The Avengers was responsible for new high marks in most other major categories. It was the fastest movie ever to reach $100 million, $150 million, and $200 million, and it set new records for Saturday ($69.6 million) and Sunday ($57.1 million) grosses.

Through its first three days, The Avengers has already grossed more than Thor ($181 million), Captain America: The First Avenger ($176.6 million) and The Incredible Hulk ($134.8 million). It’s still behind Iron Man and Iron Man 2 ($318.4 million and $312.4 million, respectively), though it should pass those movies next weekend.

The incredible opening weekend gross for The Avengers is mostly the result of a lengthy, extremely effective marketing effort which began all the way back in 2008 when Nick Fury made his first appearance after the credits in the original Iron Man.